+    Svedka Rage    Ricky Sanchez, Sari Elzweig, Jennifer Johnson
+    Situation Analysis       Why did the last campaign fail?       What do people think of Svedka vodka?       Who is ...
+    Target Audience       21+ college students       Want immediate satisfaction       Value brand pricing compared to...
+    Campaign Objectives - 2013       Raise visibility for Svedka as a brand by 70%       Getting consumers to switch to...
+    Positioning       Build a personal connection to the Svedka Rage demographic       “For the 21 and older hardworkin...
+    February Calendar
+    March Calendar
+    www.facebook.com/youpicktherage
+    You Pick The Rage    Contest Overview       Contests „like‟ facebook page to enter their flavors and then        lat...
+    Party Overview       Three Night Svedka Rage Party           Each night themed to a winning flavor color       Pro...
+    Before Ad
+    „Before‟ Advertising Campaign       Regional       Billboards       Magazines           Maxim and Rolling Stone  ...
+    During Ad
+    „During‟       Media Outlets           Billboards           Strategically selected radio stations           Telev...
+    Party Series       20 parties over four weekends           Selected cities       Two parties per weekend night    ...
+    After Ad
+    „After‟ Advertising Campaign       Full national advertising campaign           Billboards           Transit Adver...
+    Budget       Total cost - $31,692,851.40       Cost of parties - $1,757,010.90       Cost of advertising - $30,143...
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Svedka presentation

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Svedka presentation

  1. 1. + Svedka Rage Ricky Sanchez, Sari Elzweig, Jennifer Johnson
  2. 2. + Situation Analysis  Why did the last campaign fail?  What do people think of Svedka vodka?  Who is the competition?
  3. 3. + Target Audience  21+ college students  Want immediate satisfaction  Value brand pricing compared to quality  Enjoy partying and expanding their social connections  Driven by want not need  Desire the product based on social and esteem prospects  Take pride in being able to party without having their professional lives affected
  4. 4. + Campaign Objectives - 2013  Raise visibility for Svedka as a brand by 70%  Getting consumers to switch to Svedka from other brands by 40%  Strengthening brand loyalty from current consumers by 50%
  5. 5. + Positioning  Build a personal connection to the Svedka Rage demographic  “For the 21 and older hardworking college student who wants to let loose with their friends on the the weekends, our product Svedka Rage delivers quality in conjunction with affordability, which makes it the fastest growing imported vodka in the United States.”
  6. 6. + February Calendar
  7. 7. + March Calendar
  8. 8. + www.facebook.com/youpicktherage
  9. 9. + You Pick The Rage Contest Overview  Contests „like‟ facebook page to enter their flavors and then later vote for their favorites  www.facebook.com/youpicktherage  Labels on bottles with link and instructions to vote
  10. 10. + Party Overview  Three Night Svedka Rage Party  Each night themed to a winning flavor color  Promotional Materials  Items for sale  Free items  Extra Attractions  Celebrity guests  Party bus  Provided hotel  Gender relevant entertainment  Contest winner VIP treatment
  11. 11. + Before Ad
  12. 12. + „Before‟ Advertising Campaign  Regional  Billboards  Magazines  Maxim and Rolling Stone  Only national part of „before‟ campaign  Facebook „You Pick The Rage‟ page
  13. 13. + During Ad
  14. 14. + „During‟  Media Outlets  Billboards  Strategically selected radio stations  Television  Comedy Central, MTV, Spike  Only national part of „during‟ campaign
  15. 15. + Party Series  20 parties over four weekends  Selected cities  Two parties per weekend night  Svedka sponsored nights at bars  Raise contest awareness
  16. 16. + After Ad
  17. 17. + „After‟ Advertising Campaign  Full national advertising campaign  Billboards  Transit Advertising  Bus wraps in large, relevant cities  Print Media  Maxim and Rolling Stone  „You Pick The Rage‟ fan page goes from voting page to Svedka Rage fan page
  18. 18. + Budget  Total cost - $31,692,851.40  Cost of parties - $1,757,010.90  Cost of advertising - $30,143,058.50

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